When we scan the post-Millennium landscape of the global spirits industry, it’s easy to be distracted by the skyrocketing sales of Tequila and gin – the first largely reliant on the US market for its spiralling growth, the latter achieving remarkable momentum without it.
American whiskey at start of the runway not end, as tariff barrier comes down – comment
The sigh of relief was audible, but spirits category commentator Richard Woodard believes American whiskey brand owners still have a way to go to re-establish their European highs.